本文選題：房地產(chǎn) + 文化策劃　； 參考：《電子科技大學(xué)》2013年碩士論文

【摘要】：營(yíng)銷是一門隨著市場(chǎng)繁榮而逐漸興起的專業(yè)，在我國(guó)上世紀(jì)七十年代末，物品結(jié)束了配給制，走向市場(chǎng)化運(yùn)作，物品也逐漸轉(zhuǎn)變?yōu)樯唐�。營(yíng)銷作為市場(chǎng)化的配角來開始在各個(gè)行業(yè)和領(lǐng)域被廣泛的應(yīng)用。二十世紀(jì)末，從住房結(jié)束了福利分房進(jìn)入商品化市場(chǎng)開始，營(yíng)銷也開始在房地產(chǎn)領(lǐng)域被廣泛的應(yīng)用。 中國(guó)房地產(chǎn)業(yè)從70年代至今已經(jīng)有三十年的時(shí)間。這段時(shí)間，房地產(chǎn)行業(yè)圓了人們的安居夢(mèng)，也改變了人們的生活方式，住房已不再是短缺的商品，人們的居住方式也逐步從生存型向舒適型轉(zhuǎn)變；商業(yè)項(xiàng)目，也從簡(jiǎn)單的商場(chǎng)配套需求，升級(jí)為集辦公、商業(yè)、文化等多種功能的復(fù)合商業(yè)地產(chǎn)，自然而然地，人們產(chǎn)生了對(duì)居住及地產(chǎn)文化的普遍訴求，教育地產(chǎn)、運(yùn)動(dòng)地產(chǎn)、山水地產(chǎn)、旅游地產(chǎn)，公園地產(chǎn)等應(yīng)運(yùn)而生，商業(yè)地產(chǎn)、產(chǎn)業(yè)地產(chǎn)方興未艾。 本文以四川長(zhǎng)虹置業(yè)有限公司開發(fā)的住宅項(xiàng)目——長(zhǎng)虹世紀(jì)城為研究對(duì)象。通過對(duì)房地產(chǎn)營(yíng)銷理論概述，并結(jié)合目前房地產(chǎn)市場(chǎng)營(yíng)銷發(fā)展的現(xiàn)狀以及該項(xiàng)目的具體情況，研究文化策劃在房地產(chǎn)營(yíng)銷中的重要意義，如何通過文化的植入提升房地產(chǎn)競(jìng)爭(zhēng)優(yōu)勢(shì)的目的。研究過程中主要采取理論與實(shí)踐相結(jié)合的方式，借助于馬斯洛需求理念，探索人類在不同的時(shí)期表現(xiàn)出來的各種需要的迫切程度，導(dǎo)出房地產(chǎn)不僅僅是人們生活的基本需要，更應(yīng)揉合地域文化和生態(tài)環(huán)境，以反映生活習(xí)俗、文化觀、價(jià)值觀，是人們追求的理想狀態(tài)的生活方式和狀態(tài)，進(jìn)而引出文化策劃在房地產(chǎn)新營(yíng)銷環(huán)境下的必要性。本文理論知識(shí)還將運(yùn)用到戰(zhàn)略管理的SWOT分析法，4CS營(yíng)銷理論等。筆者根據(jù)目前房地產(chǎn)文化策劃的現(xiàn)狀，以及長(zhǎng)虹世紀(jì)城項(xiàng)目的文化策劃實(shí)踐工作中的應(yīng)用分析，為房地產(chǎn)文化策劃實(shí)施總結(jié)出一套切實(shí)可行的方法，，有助于形成房地產(chǎn)產(chǎn)品的核心競(jìng)爭(zhēng)力，建立房地產(chǎn)品牌獨(dú)特的文化元素，在企業(yè)核心能力的塑造中起到關(guān)鍵作用，提升房地產(chǎn)項(xiàng)目的核心價(jià)值，充分使用社會(huì)資源。
[Abstract]:Marketing is a profession rising with the prosperity of the market. In the late seventies of last century, the goods ended the rationing system and moved to the market-oriented operation, and the goods were gradually transformed into commodities. Marketing as a supporting role in the market has been widely used in various industries and fields. At the end of the 20th century, from the end of housing to the commercial market, marketing began to be widely used in the field of real estate. China's real estate industry has been for 30 years since the 1970s. During this period, the real estate industry has fulfilled people's dream of living in peace and changed people's way of life. Housing is no longer a commodity in short supply, and people's way of living has gradually changed from a survival type to a comfortable one. From a simple shopping mall to a complex commercial real estate with functions of office, commerce, culture, etc., naturally, people have a universal demand for housing and real estate culture, education real estate, sports real estate, landscape real estate, etc. Tourism real estate, park real estate emerged as the times require, commercial real estate, industrial real estate is in the ascendant. This paper takes Changhong Century City, a residential project developed by Sichuan Changhong Real Estate Co., Ltd. By summarizing the theory of real estate marketing, combining with the current situation of the development of real estate marketing and the specific situation of the project, this paper studies the significance of cultural planning in real estate marketing. How to promote the competitive advantage of real estate through the implantation of culture. In the course of the research, we mainly adopt the method of combining theory and practice, with the aid of Maslow's concept of demand, to explore the urgency of various needs of human beings in different periods, and to derive that real estate is not only the basic need of people's life. The regional culture and ecological environment should be combined to reflect the living customs, cultural views and values, which are the life style and state of the ideal state pursued by people, which leads to the necessity of cultural planning in the new marketing environment of real estate. The theoretical knowledge of this paper will also be applied to the SWOT analysis of strategic management and the marketing theory of 4 CS. According to the present situation of the real estate cultural planning and the application analysis of the cultural planning practice of the Changhong Century City Project, the author sums up a set of feasible methods for the implementation of the real estate cultural planning. It helps to form the core competitiveness of real estate products, establish the unique cultural elements of real estate brands, play a key role in shaping the core competence of enterprises, promote the core value of real estate projects, and make full use of social resources.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F299.233.4

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